DESIGN: IE De-Boutiques its Identity

IE Design has given itself quite a makeover. It's now called IE Design + Communications; it's moved from Manhattan Beach into a renovated studio in Hermosa Beach, Calif.; and it has a revamped website (www.iedesign.net) and a redesigned identity system. The object was to "remove the boutique quality reflected by the previous identity," according to creative principal Marcie Carson. "It was time to communicate the transition from a small design studio to a 'grown up' design and communications firm" that's been around almost a decade. As for the IE logo itself, it was seriously refashioned, going from a rebus-like device featuring an actual eye (see the PDF) to the I Ching-ish totem seen at right.